Businesses are increasingly using online marketing channels such as social media to boost their email campaigns, according to new research.

Harvey Raybould of Compila recently social media, such as blogs, are already an important element of search engine optimisation and the results of the survey by Econsultancy and Adestra suggest it is also helping to drive email marketing.

Of the 900 marketing professionals polled, 37 per cent currently use email messages to encourage customers to share content on social networks such as Facebook or Twitter, while another 31 per cent plan to do this in the future.

Some 21 per cent of respondents said they employ email as a way of promoting consumers’ product ratings and reviews. More than a quarter (26 per cent) intend to introduce this feature.

Econsultancy research director Linus Gregoriadis said: "Companies must take care to focus on the relevance of their email in a world where it is becoming increasingly important for brands to demonstrate value, rather than bombarding people with unwanted messages."

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